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Live Webinar: Getting Started wit Display On and Off LinkedIn

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Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.

And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.

In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display

LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.

Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.

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Live Webinar: Getting Started wit Display On and Off LinkedIn

  1. 1. How to succeed with LinkedIn Display Advertising ​ Andrew Kaplan ​ Sr. Manager, Product Marketing ​ LinkedIn Marketing Solutions ​ @andrewjkaplan ​ Cassandra Clark ​ Marketing Manager ​ LinkedIn Marketing Solutions ​ @cassandra3
  2. 2. 3 •  Got a question? Submit it in the Q&A box •  Join the conversation using #LinkedInDisplay •  Follow us: Twitter: @LinkedInMktg LinkedIn: marketing-solutions
  3. 3. 4 Connect the world’s professionals to make them more productive and successful ​ LinkedIn’s mission
  4. 4. * 2014 member number as of September 30, 2014 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 380M+ Professionals join daily
  5. 5. 6Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US Members worldwide More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
  6. 6. Nurturing is the key to B2B success of the buy process is over before customers reach out directly. Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
  7. 7. Nurturing is the key to B2B success pieces of content are consumed before a purchasing decision is made. Source: Zero Moment of Truth Study, Google
  8. 8. Nurturing is the key to B2B success Nurtured leads spend more than non- nurtured leads Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group
  9. 9. 10 Successful nurture starts at the top of the funnel 10 Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting
  10. 10.  Reach and engage more than 380M professionals in the premium LinkedIn context and across the web 11 LinkedIn Onsite Display and Network Display
  11. 11. Company Name Industry Company size Age GenderEducation Geo Groups, skills SeniorityFunction Occupation Target a high-quality audience using complete data from the professional member profile
  12. 12. Onsite Display
  13. 13. 14 LinkedIn Onsite Display  Reach a professional audience in a premium context Target LinkedIn members with accuracy based on the professional member profile, including Custom Segments Reach your audience in the high-quality context of the LinkedIn desktop experience Deploy a variety of formats from IAB standard ads to highly engaging native formats
  14. 14. 15 Maximize your share of voice on LinkedIn with Standard Display ads Own your audience’s LinkedIn desktop experience Leverage a variety of IAB ad formats: 300x250, 160x600, text links in the masthead, and expandable units Engage your audience with rich media and interactive in-ad content
  15. 15. 16 Drive audience engagement with the personalized, native format of LinkedIn Spotlight Ads Up to 50% higher CTR than Standard Display Personalize your messages Your LinkedIn account team builds the creative for you Drive members to any of your owned properties, including your website, to build awareness or drive conversions
  16. 16. 17 Build relationships with a professional audience through LinkedIn Follow Company Ads Grow your follower count on your LinkedIn Company Page at scale with one-click action Maximize success by being easily discoverable by your audience Ensure follower quality through advanced targeting using LinkedIn profile data
  17. 17. 18 “Our LinkedIn campaign succeeded because we’re connecting with a professional audience that’s in a business mindset. And since Spotlight Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.” Results of Spotlight Ad campaign 11.3% conversion rate 68% lower cost per lead than other social channels during this campaign See full case study here: Andrew Spoeth Head of Social Media Marketing, CA Technologies
  18. 18. 19 “LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.” Andrew Hahn Senior Manager of Online Marketing, MarketShare Results of Standard Display campaign Average clickthrough rates of 0.10% - double MarketShare’s expectations, by targeting marketing execs at companies with 1,000+ employees Campaign acquires leads in new verticals High-quality leads engaged and moved down funnel Download the full case study :
  19. 19. Network Display
  20. 20.  Reach professionals across the web with scale and frequency 21 LinkedIn Network Display
  21. 21.  Reach professionals across the web with scale and frequency 22 LinkedIn Network Display Robust AnalyticsPrecise Targeting Scaled Reach
  22. 22. 23 Target your audiences with precision using accurate, up-to-date data in the LinkedIn professional profile Company size Industry Seniority Job Function and Occupation Geo-location Company Name (North America only) Age, gender Education: Degree, field of study Targeting available for LinkedIn Network Display How does LinkedIn Network Display compare with Onsite Display? Browse our guide:
  23. 23. 24 Engage audiences on leading publisher sites, including top globally-ranked Comscore domains LinkedIn Publisher Network and Exchanges Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign. LinkedIn properties
  24. 24. 25Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign. Sample publishers accessed through Network Display
  25. 25. Measure campaign impact with Full-Funnel Analytics
  26. 26. Measure campaign impact with Full-Funnel Analytics
  27. 27. 28 Enable analytics by adding the LinkedIn Insight Tag to your website with just a few lines of code
  28. 28. OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. Drove more than 9,400 new website visits from IT pros Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor Generated 280+ new leads Results:
  29. 29. 30 “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success—getting MyCase visibility with the right people at the right time.” Results Increased brand awareness and targeted traffic More than 2,000 new targeted website visitors in 3 months – a 5x increase in daily visits from members in legal job functions See full case study here: Sarah Bottorff Director of Marketing, MyCase
  30. 30. LinkedIn Text Ads
  31. 31. 32 LinkedIn Text Ads drive targeted traffic to your site using scalable, self-service tools Text Ads help you scale your messaging to the right audience and drive performance •  Target your audience using accurate data in the professional profile •  Optimize by bidding on CPC or CPM basis, testing creative variants •  Run messages across key placements like the homepage, profile, inbox, etc.Get started at
  32. 32. How We Use LinkedIn Display
  33. 33. 34 How Display Fits into our Full Funnel Marketing Objectives Reach New Audiences with Onsite and Network Display Drive Website Visits & Page Views Nurture with LinkedIn Lead Accelerator Convert
  34. 34. Brand Awareness •  Reach quality new audiences •  Drive those audiences to our website •  Distribute top funnel content Share of voice •  Reach and engage audience through multiple channels •  Higher overall performance for lead gen campaigns when using multiple channels Using LinkedIn Onsite Display
  35. 35. Brand Awareness: Using gated and ungated content Types of Content: •  Product awareness •  Thought leadership content •  Starter Guides How we measure: •  Click-through rate •  Conversion rate Keys to gated content on display: •  Right audience, right content, right time •  Don’t map top funnel campaigns with bottom funnel content
  36. 36. 37 SU + Display = higher overall lead generation Running display in conjunction with other channels allows us to have a greater share of voice therefore influencing the performance across channels.
  37. 37.  What we use it for •  Reach and engage new audiences •  Brand Awareness How we measure it •  New Visitors •  Cost Per New Visitor LinkedIn Network Display
  38. 38. 39 Using LinkedIn Network Display for reach and awareness §  See Our Solutions – top funnel call to action §  Reach new audiences, drive them to our website, nurture them through LinkedIn Lead Accelerator §  Uses all IAB ad units for maximum performance
  39. 39. 40 Iterate and test for optimal performance 25% increase CTR 700% increase in conversions
  40. 40. Which LinkedIn Display product is right for you?
  41. 41. 42 Align your campaign to your marketing objectives Reach, awareness Clicks Direct Response Website Visitors Company Page Followers •  Standard Display •  Network Display •  Standard Display •  Spotlight Ads •  Text Ads •  Spotlight Ads •  Text Ads •  Network Display •  Standard Display •  Follow Company Ads
  42. 42. 43 Best practices for LinkedIn Display Ads 1.  Align your message with your target audience’s needs 2.  Include a compelling top-funnel offer: content, thought leadership, interactive experience, etc. 3.  Optimize your landing page for mobile 4.  Test variations of your creative w/ your LinkedIn account team 5.  Drive full-funnel performance by combining LinkedIn Display with Sponsored Updates, Sponsored inMail, Lead Accelerator
  43. 43. 44 How to get started with LinkedIn Display •  Contact us through to get started with LinkedIn Onsite Display or Network Display •  Visit to get started with self-serve Text Ads
  44. 44. ©2015 LinkedIn Corporation. All Rights Reserved.